We live in a society controlled by fear; fear of loss and fear of change. As the CEO and owner of S3 Advertising, I am faced with big decisions on a daily basis.
Do we recruit? Do we take on larger premises? Do we resign a client?
Do we pitch for a new client? Do I pull five staff members off a job and put them on a tender? Do I increase our retainer fees?
Do I give a kick-back? Do I grow a new specialist area within the business?
These decisions can all be frightening and the reason I believe we have had the success we have to date – grown our team from three to 28 in four years, ranked #1 in the UK for client satisfaction two years in a row, turning over £4.1 million in seven months of year four – is because I have taught myself to not let fear rule my actions.
Fear is a chain reaction in the brain that starts with a stressful stimulus, ending with the release of chemicals that cause a racing heart, fast breathing and energised muscles, among other things, also known as fight or flight. It controls us and prevents us from moving forward.
The risks I take are always discussed with my fellow directors; we plan, analyse and try to reduce the risk of loss as best as we can, however, fundamentally the end decision lies with me.
The perception of loss or change is very different from the reality. I am not by any means saying the best way to approach business or any big decision in life is to be a maverick, but what I am saying is that you shouldn’t allow fear to rule your actions.
I believe the biggest risk in life is taking no risks at all.
You’ve heard the saying: “If it were easy, everyone would be doing it.” Anything worth “fighting for” will not be easy; the deciding factor is how much you want it!
Fear is controlled by your perception of the worst-case scenario, the perception that anything that can go wrong, will go wrong. Perceptions can be dangerous in stunting progress, so keep a clear mind and focus on the winning. Don’t settle for anything other than extraordinary.
There is a huge difference between skill and will, however, one without the other will not drive you to success so gain the skills, have a strong will and win!
And never forget what fear means: False Evidence Appearing Real.
The only way to miss an opportunity is not to create it or make it in the first place!
Be Bold, be Brave and NEVER be Basic!